Omniture Inc. has announced its first partnership with a social media platform vendor, Lithium Technologies Inc., enabling retailers like Sprint Nextel to use Omniture’s tools to analyze the impact on communities, blogs and other social features on customer behavior.
A retailer could evaluate how forum or blog content affects online buying or customer retention, and the types of community content that are most useful to particular customer segments. Integrating Lithium’s social platform with Omniture’s SiteCatalyst analytics system also can produce such data as a customer’s community rank, whether the customer has posted or rated a message, and other factors related to the customer’s interaction with the e-commerce site.
Wireless phone company and retailer Sprint Nextel, for example, uses technology from Omniture and Lithium to include user-generated content from its BuzzAboutWireless.com social portal in its web analytics data and match the impact of social media on metrics including customer acquisition and average purchase value, Sprint says.
For example, Sprint can pinpoint which discussion threads on BuzzAboutWireless.com drive
increased purchasing behavior by a particular customer segment. It can then feature that community content on web pages that those
customers tend to frequent, Sprint adds.
“Turnkey integration between Lithium and Omniture lets us easily and cost-effectively combine socially driven community data with our
corporate web site data to gain greater insights and ultimately deliver a better customer experience,” says Jason Lorei, senior manager of research and analytics, Sprint.com.
The integration of Omniture SiteCatalyst and the Lithium platform is available immediately to clients of the two companies.
"Our customers are continually optimizing their customer experience and their online marketing strategies," says Aaron Watson, senior director of strategic alliances at Omniture. "The combination of Lithium's social media platform with Omniture SiteCatalyst offers a way for our customers to understand and act on online trends that may identify better ways to market, sell to, and support their customers."
"Marketing executives need to know how the social technologies they deploy affect buying behavior," says Nader Alizadeh, founder and vice president of business development at Lithium Technologies. "Lithium's partnership with Omniture enables our joint customers to answer that question by combining Omniture's robust analytical tools with Lithium's precise knowledge of users' reputations and the quality of the content those users have created."
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